Project Roadblock: Local 4 partners to help reduce drunk driving
The period between Christmas and New Year’s typically has one of the highest rates of impaired driving fatalities, according to the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA).
In an effort to reduce drunk and buzzed driving related incidents during the holidays, NHTSA, the Ad Council and the Television Bureau of Advertising (TVB) launched their 12th annual “Project Roadblock: Local TV Puts the Brakes on Drunk Driving.” Local 4 is one of the participating stations.
Project Roadblock was created in 2004 in support of NHTSA and the Ad Council’s Buzzed Driving Prevention public service advertising (PSA) campaign. To date, broadcast TV stations across the nation have donated more than $40 million in media to support this effort.
The partnership aims to unite local television stations in creating a nationwide advertising roadblock by airing Project Roadblock PSAs (Public Service Announcements) between December 26 and December 31.
“Drunk driving remains a serious threat on our roads and claims more than 10,000 lives a year,” said NHTSA Administrator Mark Rosekind. ”Local broadcast television is an effective tool in reaching consumers, and we thank the TVB, all the stations, and the Ad Council for their ongoing support of drunk driving prevention, especially during the holiday season.”
In 2014, Project Roadblock received a record $6.5 million in donated media. Since its 2004 inception, Project Roadblock has contributed to a significant decline in impaired driving fatalities during the winter holiday season.
The latest analysis of NHTSA annual data demonstrates a decline in impaired driving fatalities from 2004 to 2013. On average, alcohol impaired driving fatalities per day during the Christmas holiday period declined by 40 percent; and alcohol impaired driving fatalities per day during the New Year’s holiday period declined by 28 percent.
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